University of Denver Fall 2022

on the institution’s brand equity and create unity in touchpoints with consumers. Shortly after the Board of Trustees unanimously approved the new mark in April, the University shared it with the public. And just after Labor Day, DU launched a comprehensive brand resource website—www.du.edu/brand—empowering the community to incorporate the new brand’s many components. During Discoveries Week orientation events, first-year and transfer students were presented with t-shirts, bags and other branded swag. Meanwhile, an online store began offering logo-bedecked memorabilia, and the University’s business materials were updated to the new system. Throughout 2023 and beyond, expect to see various components of the brand emerge on everything from DU’s For the Differ ence advertising campaign to campus wayfinding signs and varsity team uniforms. The University’s brand refresh draws on the

contributions of stakeholders—students, alumni, faculty, staff, deans and program directors—from across the campus and country. DU community members contributed to the process through sur veys and focus groups, and by joining a number of working groups examining a wide range of topics, including visual identity and strategic messaging. In addition, reputation strategy management firm Carnegie, as well as creative agencies HeavyDoesIt and Denver-based ebc-d, partnered with the University’s Division of Marketing & Communications on the brand refresh. “The University is very grateful to the many people who made this work possible,” Morris says. “All their hard work and enthusiasm support our goal of moving the University forward by rising in the rankings, engaging new markets more meaningfully, building a robust student pipeline and creating an authentic narrative that resonates with all our audiences.”

“ While DU’s visual identity and brand are much more than a logo, the logo remains a cornerstone of that identity. ”

26 | UNIVERSITY of DENVER MAGAZINE • FALL 2022